Law Firm PPC Case Study: 5.61% conversion rate in 2 months
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How Nunez Law got 17 leads from PPC in 2 months

Law firm PPC case study

Form submissions and calls

+5.61

Increase in conversion rate

Monthly budget

$400

CPL

Organic traffic

+1053.33%

Jump in CTR

Lead increase

+17

Lead increase

Orlando skyline hero

Client
Nunez Law

They are a personal injury law firm focused on car accidents, truck accidents, motorcycle accidents, and bicycle accidents.

Nunez law website

What On The Map
Marketing provided

Increase in organic keywords indexed

Extensive keyword strategy

Local link building

Landing page development

Challenges

Form submissions and calls

Low quality traffic

Frequent use of broad match type keywords promote low quality traffic

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Target

Wrong Keywords Focus

Most expensive keywords were not generating the majority of conversions

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Star

Missing landing page

Subpar experience after clicking on these paid search ads (whereas competitors were using dedicated landing pages)

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Search increase

Questionable search volume

The search volume of keywords that were generating interactions was questionable

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At the start of the campaign, the client had zero conversions and a CTR of 1.5 percent.

Client expressed trouble with their previous Google Ads campaigns in:

  • Getting leads
  • And quality of the leads
  • Further they didn’t have enough data for us to start optimizing their campaign. There were under 100 clicks (as you can see in the screenshot above).
Nunez law conversations
Nunez law keyword audit

The search volume of keywords that were generating interactions was questionable as seen in screenshot below:

Solutions

Target

Audience targeting

Use phrase match keywords (with a robust negative keywords list) to better target their audience.

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Optimization

Keywords optimization

Remove non-performing keywords. Sort the rest by priority and efficiency

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Robust domain migration

Landing page

Create dedicated landing pages for the paid search traffic. Examples: car accident, bicycle accident, motorcycle accident, and truck accident

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Star

Keyword strategy

We created a list of keywords on different monthly budgets and forecasted their conversions:

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List of keywords on different monthly budgets and conversions we forecasted:

Nunez law keyword and conversations focus

Above the fold section of their car accident landing page:

Nunez law landing page hero

Compelling pitch of lawyer’s services below the fold:

Nunez law landing page footer

Results

Ctr

+1053.33% Jump in CTR

We went from 1.5% to 16% CTR (the industry average stands at about 5%). That’s a jump of 1053.33%

Increase in monthly traffic

+5.61 increase in conversion rate

Our conversion rate went from 0 to 5.61%

Jump in monthly leads

+17 Lead increase

We generated 17 conversions (leads)

Star

$400 CPL

Further the our cost per lead (CPL) stands at an impressive $400

First month

The first month was slow as we were working with a limited budget and the CPC of our target keywords hovered around $500. So we couldn’t get enough data to optimize the campaign. Our targeting was also too precise to only get quality traffic.

Second month

For the second month, Nunez Law doubled their monthly budget. We experimented with: search networks, targeting mobile only, call only campaigns, dynamic search ads, a branded campaign, and budget & bid changes.

Wonder about the results at the end of the second month?

Nunez law results

Authors

Case Study Team

Gerardo ospina e1725027265510

Gerardo Ospina

PPC Director

Chintan zalani

Chintan Zalani

Head of Content

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